1. Chapter 13 Promoting Hospitality and Tourism

2. Promotion and Advertising
Promotion = any form of communication used to persuade people to buy products
Purpose is to increase sales, generate interest, create positive image
Promotional Mix
Advertising
Sales Promotion
Public Relations and Publicity
Personal Selling

3. Advertising Advertising = PAID promotion
Promotional Advertising = advertising with a goal of selling an item – introduce new products, special deal or sale
Airlines use this to announce airfares or introduce new routes

4. Institutional Advertising = with a goal of developing goodwill or positive image
May sponsor a charitable event or thank people who donate money, restaurant may have customer appreciation night.

5. Types of Advertising Media
Print
Broadcast
Online
Specialty
PRINT
Newspaper – specific geographic location, inexpensive, life is short- people throw away

6. Magazines = monthly, goes nationally, appeals to certain target markets, priced high
Direct Mail = sent to home or , can be personalized to target market
Ex. – hotel sends to people who recently stayed there

7. Outdoor Advertising = sings, billboards, posters, like in sports arenas, transportation centers
BROADCASTING MEDIA
Expensive- TV and radio- can be geared to target market
Infomercials – 30 minutes long- about a specific item

8. ONLINE MEDIA
Banner Ads
Search Engines
Counting Hits
SPECIALITY MEDIA
Calendar, pens, mugs, magnets, matchbooks, imprinted with company logo

9. Creating Advertising Messages
AIDA Model
Attention
Interest
Desire
Action
Content of the Message- appeal in different ways emotional, rationally, morally

10. Structure and Format (style and tone of message)
Testimonial
Scientific
Technical
Personality
Lifestyle
Mood
Fantasy

11. Budgeting for Advertising
Affordable – what can the business afford
Percentage of sales- % of sales is spent on advertising
Competitive =gain the competitive advantage
Objective and task – based on businesses objectives

12. 13-2 Public Relations and Sales Promotion
PUBLIC REALTIONS- any activity designed to create a positive image of a business
PUBLICITY – free mention of product or company – TV , newspaper, etc.
Good Press Relations – attract business – if a show is on the Travel Channel people think more of it or will go to it. Very influential

13. Press Releases = newsworthy article that provides basic information- who, what, when, and where
Pg 268 example
The Spin Zone= putting a positive spin on a negative situation
Crisis Management =

14. Creating Goodwill = improve relationships with other businesses in the same location
SALES PROMOTION
Encourage consumers to BUY products
Contests and sweepstakes
Special Offers and Sales Events
Coupons
Premiums = sample a free product with an item already purchased.
Rewards Programs